A Streamlined Integrated Marketing Plan Framework Template and

A Streamlined Integrated Marketing Plan Framework Template and Example Slides (Includes where to find more information on elements included in this template) © Copyright 2012 Kick. Start Alliance All rights reserved 1

Table of Contents 1) 2) 3) 4) 5) 6) 7) 8) Marketing strategy overview Campaign objectives & key metrics (With focus on the next 6 months) Target market prioritization (Prioritizing the pro-active marketing investment) Personas (Creating an illustration of target buyers that we can empathize with) Positioning statement (Articulating our value and why we’re better than competitors) Core messaging via “The Message Box” (Crafting our story/elevator pitch) Identifying key content (Listing & prioritizing resources and deliverables that prospects value) Campaign Map & Marketing blueprint(s) (A flow chart of lead-gen activities and offers to engage prospects) 9) Campaign calendar (A roadmap to guide execution) 10) Budget estimate (For execution of blueprints) 2

Example Marketing Strategy Overview • SMB * Market Prioritization: Company X is growing its hosted unified communications business within the SMB commercial market. While success in the enterprise market has leveled off, the SMB market offers significant growth potential in the US – specifically in the east and west coast geographies. • Prioritization in Western European markets will be focused on the UK and Germany. This means that we will include some proactive marketing investment in these countries, while remaining reactive to market/deal opportunities that may arise in other countries. • Brand elevation: Currently, our brand is overlooked by many analysts. We will add funds to promote our brand via “thought leadership” opportunities in order to become more visible with editors and key analysts. * SMB = small & medium-sized businesses 3

Example Campaign Objectives • To grow North American market-share by 15% within 18 months by stealing deals away from competitor X • To introduce product Y and establish a presence in the European market with a 15% market-share within 2 years • To lower cost/lead by $25 and improve marketing conversion rates by 20% by Q 4 for Product Z See Chapter 3 4

Target Market Prioritization Example See Chapter 12 A segmentation summary 1) Who: IT leaders (executives, influencers) who are responsible for architecting and managing their evolving network in order to ensure it supports business priorities today and tomorrow. (Yes Network Architect; not Network Engineers) 2) Where: Within the Installed Base: F 500 enterprises (divisional leadership, not HQ leadership) and midsized businesses up to 2, 000 employees. (Emphasis on Ed, Healthcare, Retail verticals) The Sweet Spot 3) Why: Early majority: IT leaders of new/expanding business locations, who are already considering adding wireless access (or going all-wireless) (Yes, predisposed to making an investment in wireless, but want to be smart about it) 5

Generic See Chapter 12

Persona Example Business Decision Maker: Call Center Director General Information Age 30 -50 years old (50/50 male/female) Education College degree; Prior role: supervisor routing/analytics Experience At least 7+ years Call Center experience Attitude Knows he has a tough job: Skeptical, Frugal, Procrastinator – keeping status quo is a safer solution; however, is aware that new technologies are worth considering (and potentially beneficial to his future position). He sucks knowledge to add to his expertise. Big ego. “Likes to be shmoozed. ” Reputation Risk averse, jaded, skeptical. He’s been around the business and seen technologies come and go. He’s also a job hopper with no allegiance to the company. Good at working vendors to get information. “The Conflicted Procrastinator” Work Information Job Focus Meeting SLA levels and minimizing operations costs. (He is a cost center – focused on saving money); Wants to get IT staff out of day to day operations – empower business users Role in Purchase Process Drive the team responsible for considering upgrades and new technologies to evolve the call center. (Any change here represents a huge risk to his compensation plan. ) Values Team Leadership: Sees the big picture; knows a lot about customers, products, company culture Knowledge & expertise: Wants to make his footprint unique at his company. Listens to CC trends and collects knowledge, including technical savviness. Innovation: Personally interested in the latest trends but critical in looking for proof points on how others have successfully applied new technologies (This is key to getting past the procrastination stage. ) High expectations: Expects team and vendors/products to live up to his expectations. Fear Making a bad purchase decision that detracts from his compensation and his career. Pet Peeves Self-serving vendors who don’t understand his business; vendors who disappear after the sale; implementation woes. Information sources: Peers/colleagues, Search, internal CC associations, CAB members, Nojitteronline, ask vendors, ask analysts 7

Positioning Statement Template To: (One Target/Persona Type) is the one (Product/Company Name) that (Category) See Part 2 (Key Customer Benefit) unlike . (Differentiator) 8

Example Sample Positioning Statement To: The “Conflicted Procrastinator” (One Target/Persona Type) The Company X Platform is the one (Product/Company Name) “on demand” contact center solution that (Category) gives you the technology to cost-effectively, flexibly manage the entire customer experience, integrating phone, email, chat, & customer support avenues within a single tool (Key Customer Benefit) Unlike home-grown, disconnected, proprietary status quo solutions that actually limit the visibility & control you require for winning and keeping customers in today’s competitive business world. the collection of (Differentiator) 9

The Message Box: A tool for telling your story Target Persona See Chapter 21 10

Example Message Box Persona: The Conflicted Procrastinator 1 – Running a Contact Center is brutal! • The #1 challenge is figuring out how to increase customer retention levels with an ever-shrinking budget • CC managers are “flying blind”; the lack of visibility and control puts MBOs and SLAs at risk. 4 – Managing the CC just got easier. • Now you can meet your service levels with confidence. • Leading enterprises in financial services, healthcare, and hi-tech rely on us for complete visibility & control of call centers across the globe. Company X Contact Center Platform 2 – CC Managers need solutions that make their jobs easier, ensuring that SLAs * are always met. Solutions must provide: • Visibility & control • Simplicity to make changes quickly, easily, and accurately • Confidence in leveraging the right CC technologies 3 – We empower CC managers to meet these challenges with confidence. Our platform: • Provides comprehensive drill-down visibility & control • Simplifies and speeds identification, testing & implementation of changes. What used to take weeks, now takes minutes. • Provides an “always on”, on-demand alternative that ensures complete scalability and reliability. * SLA = service level agreements 11

Mapping the Message Box to the Buying Cycle Awareness Interest Preference Decision Engagement Solution Reinforcement Value 12

Example Identifying Key Content by Buyer Cycle: Awareness Theme: What bank executives need to know to grow the online channel while mitigating business risk (business perspectives) Why authentication solutions are not enough (specific, detailed discussions) Product X vs. alternative (product comparison & evaluations) Customers in action (proof points and case studies) Content Offers: • New! Business Banking Trust Study • Newsletters with fraud warnings • Fraud Informer • Webinar with analyst * • Authentication white paper • Assessment tool* • Solution criteria checklist • Executive meeting with our business experts • Online fraud solution comparison * chart • Holistic Security report * • Webinar: customer case studies showcasing decision criteria and results • Application notes • PDF case study • Quick. Start guide to product implementation * Needs to be created Interest Preference Purchase

Generic Campaign Map See Chapter 4

Example of a Campaign Map See Chapter 4

The Logic Behind Blueprints A “Marketing Blueprint” is a framework to visually map out a company's engagement dialog linking activities and offers together in a meaningful way to guide the prospect through your sales cycle. • Reinforce messages • Engage prospects and customers on their own terms • Help prospects and customers buy when they are ready to buy (not when we are ready to sell) See Chapter 5 & Appendix C 16

Simplified Blueprint Example Nurturing & Lead Generation Part 1: Nurture Program (“Clean up the installed base”) Aug 15 Aug 27 Sept 15 Email #1 Email #2 Email #3 Oct 1 Email #4 “Show value” via Engage via a “Business Suggest the optimal Introduce your “product metrics or testimonials problem or opportunity” “Solution criteria” value and differentiation” Landing Pages & Website Oct 15 Content Offer 1: Content Offer 2: Content Offer 3: Content Offer 4: Whitepaper Analyst Report Other promos: Banner Ad Website Industry List Self-assessment tool Library Access Webinar: “Solutions in Action” Social Media August - October SEO & Syndicated Content Whitepapers, speaking events Part 2: Lead Generation Activities September - October Blog Articles & Videos (“Attract new prospects”) 17

Example Campaign Calendar Relative order of events Month 1 Mo. 2 Mo. 3 Mo. 4 Mo. 5 Exec meeting with business & tech expert Primary Offer: Exec meeting with Exec meeting business & tech with business expert & tech expert Secondary Offer: Biz Banking Trust Study exec summary Biz Banking Online banking Trust Study full security report assessment tool Holistic security white paper Webinar with analyst Media: Direct Mail letter or package; website promo; distributed via sales rep Email Direct Mail letter or package Email to prospect database; email to CXO list; website promotion Call to action: Biz Banking full report Assessment tool Holistic Security white paper Webinar Exec Mtg TM Calls: 1 wk after receipt e. Newsletter: x x x

Budget Estimate Slide • Summarize the budget at the campaign level • Note appropriate assumptions • Include a sensitivity analysis to address the pros/cons for budget options, if any 19

For more information. . . Personas, Positioning, Messaging, Blueprints Visit the Marketing High Ground store http: //astore. amazon. com/kickalli-20 Books: Marketing Campaign Development The Marketing High Ground Mini-guidebooks Personas: A guidebook on how to build a persona Positioning Statements: A guidebook on how to build, critique, and defend a positioning statement The Message Box: A guidebook on how to tell your story with customer-ready messaging Workshops or questions, please contact: Mike Gospe O: (650) 947 -8974 mikeg@kickstartall. com www. kickstartall. com 20